Influencers and podcasts as marketing

The range of marketing opportunities for niche audiences has exploded in recent years. We're taking a deep dive into influencers and podcasts to see if this could be for us.

Do you also want an influencer or podcaster to highlight how amazing your products are to their followers or listeners? The benefits are many, such as the fact that they often have a high level of trust and credibility among their followers. In addition, they help you with appeals that suit their target audience, which they have a close relationship with through their social channels.

Billgren & Wood

The BillgrenWood podcast has recently moved into Perfect Day Media (linked, available below) which has many podcasts in the lifestyle segment with strong and clear profiles to browse through to find a profile that matches your brand. The podcast deals with future and contemporary tendencies and trends with a focus on lifestyle mixed with a little more personal conversation. The duo is also current with books The Key to Homewhich they describe as ”the interior design book they dreamed of having in our own homes”.

We are delighted to hear that Electrolux Home is participating as a sponsor in BillgrenWood. In the current episode of the podcast, Elsa Billgren and Sofia Wood tell their listeners that buying a quality kitchen should be easy, that you can get help all the way, whether you visit Electrolux Home in store where you can get a proper overview of all styles and functions, or book an appointment with their kitchen designer for inspiration and advice directly in your home. In order for their listeners to perceive the content as authentic, something that is extremely important for Generation Z (read more about Generation Z here (link below)) who like marketed content as long as it is authentic or fun, the profiles also tell something personal about how they like to spend time in the kitchen.

Curious about a collaboration with influencers or podcasts?

Remember to research the influencer and the podcast so that no previous statements or collaborations conflict with your brand. Also, don't be too controlling about the message, but give creative space. The influencer knows their target audience best and you want the message to fit into their usual "flow" to feel authentic.

Micro-influencers

Catch someone on the way up or put your ear to the ground in a smaller town to find people with trust and a large following, these could be entrepreneurs such as restaurant owners, shopkeepers, home bakers or similar with a voice. Keep in mind that you as the client may be required to pay employer contributions for the influencer if you provide compensation in the form of money, products or services, and the influencer does not have F-tax. Even if it is only about products or services, it is seen as compensation for work (Swedish Tax Agency).

Links:

An influencer is a person who uses social media to influence their followers. They can be celebrities, powerful people or private individuals who build up an active follower base. Some influencers earn money through so-called "influencer marketing" where they advertise products or companies through their account. In Sweden we have several influencers who have also built up entrepreneurship and their own brands. Called "influencer" in English.

Source: Dagens Industri

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